Boost Customer Lifetime Value with Accurate Data Using HubSpot’s Data Quality Automation

Messy data makes it hard to keep customers happy. Things like duplicate records, missing info, or strange formatting can quietly get in the way of good service.

HubSpot’s Data Quality Automation helps you fix that. It identifies issues in your CRM and helps you resolve them, so your team can work with data they can trust. When your info is accurate, it’s easier to build strong, lasting relationships.

In this blog, we’ll walk through how clean data supports customer retention and lifetime value, and how HubSpot makes the process easier.

Why You Need Good Data to Boost Customer Lifetime Value

Customer lifetime value (CLV) is how much a person is likely to spend with your business over the course of your relationship. Customer retention means keeping that person around, getting them to come back, renew, or buy again.

To do either well, you need clean, reliable data. Without it, it’s challenging to recall details, personalize your outreach, or resolve problems. 

58% of agents report that a lack of customer data often leads to poor experiences. That kind of frustration makes people leave, and shortens the lifetime value you’re trying to grow.

Good data builds trust. It helps your team deliver smoother, more personal experiences. And when customers feel seen and taken care of, they’re more likely to stay for the long haul.

What Is HubSpot’s Data Quality Automation?

HubSpot’s Data Quality Automation is a set of tools that help you clean and manage your customer data inside HubSpot. It checks for errors like duplicates, missing values, and weird formatting. Then, it gives you smart suggestions or fixes things for you automatically.

This means your team can trust the data they’re using every day. They don’t have to waste time digging through messy records or second-guessing what’s correct. 

It’s all laid out in a clear dashboard, called the Data Quality Command Center, where you can quickly spot issues and take action.

And this matters more than ever. 74% of service reps think AI tools like this will help teams access and use customer data more quickly. When your tools help you stay organized, it frees up more time for the things that matter, like taking care of your customers.

6 Steps to Use HubSpot’s Data Quality Command Center to Keep Your Customer Data Clean

Once your customer data gets messy, it’s hard to clean it up without the right tools. But with HubSpot’s Data Quality Command Center, you can see all your data problems in one place, then fix them step by step. 

It helps you find empty fields, duplicates, broken workflows, bad formatting, and even syncing issues with connected apps.

Here’s how to use it to make sure your team always works with data they can trust.

1. Get Set Up and See the Full Picture

To start, go to Data Management > Data Quality in your HubSpot account. This takes you to the command center, where you’ll see an overview of your contact, company, deal, and ticket data. 

You’ll also see alerts for issues like missing values, inactive workflows, or records that look off.

Only Super Admins (or users with data quality permissions) can access the full dashboard. Ensure that the right people on your team can jump in and start cleaning things up.

The Data Quality Command Center highlights these issues, so you can clean them up without needing to dig through everything manually. Here are the main types of problems you’ll likely see flagged:

• No data: Properties that are mostly empty and not getting used by your team.
• Unused: Properties that aren’t being used in any tools (like lists, workflows, or reports).
• Duplicates: Properties that are nearly identical to others and might be confusing or unnecessary.

For example, maybe your CRM has both “Industry” and “Company Industry” fields, but they store the same info. That’s a duplicate. Or maybe someone created a “Referral Source” property a year ago, but no one ever used it. That’s unused. 

These small things can pile up, especially in fast-moving teams with lots of tools and users.

Cleaning them up helps your team stay focused. You’re only tracking the info you need, and that means fewer mistakes and less time wasted scrolling through fields that don’t matter.

3. Keep Records Neat and Useful

Records are the actual entries in your CRM, like a contact profile for Maria Clark or a company record for Fresh Supply Co. 

When your records are clean, your team can easily understand who the customer is, what’s been done for them, and what to do next. But when records are messy, it slows everyone down and leads to bad experiences.

The command center helps you spot and fix two big problems in your records:

• Bad formatting: Names in all caps, missing capital letters, or info in the wrong place.
• Duplicate records: Two or more versions of the same person or company, each with partial or outdated info.

Let’s say Maria Clark signed up with one email last year, then reached out again with a different one. Now you have two Marias in your CRM. If you don’t catch that, your team might follow up twice or miss her message completely.

HubSpot can suggest formatting fixes like changing “mARIA clARK” to “Maria Clark.” You can even set up automatic rules to clean this up as records come in. For duplicates, the system will flag potential matches so you can review and merge them with just a few clicks.

And these fixes matter. 56% of customers say they’ve had to repeat or re-explain information to different reps. That kind of repetition often happens because of messy records. 

Clean records help your team sound more prepared, more helpful, and more human, so your customers feel like they’re in good hands.

4. Make Sure Your Data Syncs Across All Tools

If you use apps like Gmail, Stripe, Salesforce, or Zoom with HubSpot, your data should move smoothly between them. But sometimes, syncs break, an app disconnects, a field mapping goes wrong, or records stop updating without warning.

The Data Quality Command Center helps you stay on top of this. You’ll see:

• Apps with sync failures: These are connected but are having trouble syncing some records.
• Apps with no active syncs: These may be installed but aren’t actively sharing data—maybe the sync is paused, or never got turned on.

You can drill into each app and see exactly which records aren’t syncing, what the errors are, and what caused them. For example, if a Stripe integration stops syncing payment data, your customer records may be missing info. 

That creates a ripple effect. Your sales or support team might not know someone paid or subscribed.

Catching these issues early helps keep your entire system aligned. No surprises, no double work, and no customers left wondering why your team doesn’t have the full picture.

5. Catch Broken or Unused Workflows

Workflows are what make your CRM feel smart. They help automate things like welcome emails, deal follow-ups, task assignments, and record updates. But when workflows go unused or break behind the scenes, they quietly stall your operations.

The command center helps you spot two common issues:

• Unused workflows: These haven’t had any activity in 90+ days. They may be outdated, turned off, or simply forgotten.
• At-risk workflows: These have unique errors, like a missing trigger or a deleted email step.

Imagine you have a workflow meant to assign new leads to sales reps. If that workflow stops running because of an error, those leads might sit untouched for days or fall through the cracks entirely. That’s a lost opportunity and a dent in customer trust.

HubSpot shows you which workflows need attention so you can turn them off, fix them, or update them. This keeps your automations lean and reliable, which helps your team move faster without worrying about hidden errors.

6. Use These Insights to Make Smarter Decisions

All this cleanup work pays off when you’re looking at reports. Clean, accurate data helps you understand what’s working, what’s not, and where to go next. But when fields are full of blanks or duplicates, even the best-looking report can lead you in the wrong direction.

That’s why HubSpot adds data quality insights right inside your reports. You’ll see things like:

• Which properties have low fill rates
• Where the data came from (e.g., import, form fill, integration)
• Which fields are being used in your tools, and which aren’t

Let’s say you’re trying to report on deal size by industry, but half of your “Industry” fields are blank or inconsistent. The insights will show you that, so you don’t base decisions on half-truths.

With this view, you can choose stronger fields for reporting, understand trends more clearly, and build strategies based on what’s real, not just what looks good on a dashboard.

Keep Your Data Clean to Keep Customers Around

Clean data doesn’t just make your CRM look nicer. It helps you build stronger relationships, make smarter choices, and keep customers coming back. 

When your team can trust what they see, it’s easier to follow up, personalize outreach, and solve problems fast. That’s how you boost customer lifetime value over time.

HubSpot’s Data Quality Automation gives you the tools to stay on top of messy data before it causes real damage. 

From spotting duplicates to fixing broken workflows, the Data Quality Command Center keeps your system running smoothly, so you can focus on serving people, not sorting through clutter.

The most important thing? Don’t wait until the mess gets big. Start small, clean often, and keep your customer experience as smooth as your CRM.

Let Origin 63 Help You Do It Right

If you want to get the most out of HubSpot, without spending hours figuring it all out, we’re here to help. At Origin 63, we know how to set up clean, smart systems that grow with you. Let’s make your data work for your team, not against it.